Lime Crime has a new CEO, Andrea Blieden.

Lime Crime, the cult-favorite color cosmetics and hair color brand that was backed several years ago by Tengram Capital Partners, says the investment firm led the hiring process for Blieden.

Now, the company will focus on its digitally native roots and expand upon its success, domestically and abroad.

Matt Eby, Co-Founder and Managing Partner of Tengram, says, “Andrea’s knowledge of the digital landscape, her ability to understand and effectively communicate with the customer base, and her passion for the Lime Crime brand and what it represents made her a perfect match for Lime Crime.”

Eby continues, “With over 3.5 million Instagram followers, Lime Crime has an incredible social reach. We believe Andrea and her skillset will be able to build off of this strong foundation and grow the brand into something even more amazing and unique.”

Blieden comments, “There is no denying that the demand for Lime Crime is there – if you just look at the engagement across its social media channels, it’s amazing. Even in times like these when so many brands are struggling to make genuine connections with their customers, Lime Crime’s engagement is higher than ever and consumers are having so much fun engaging with this brand and the products.”

More About Andrea Blieden

Blieden is an e-commerce pioneer, who began her career working in the trenches of several e-commerce platforms and start-ups in the early days of digitally-driven commerce. Her expertise allowed her to quickly climb the ladder to Vice President of Brand and Retail Marketing at Kiehl’s before leaving for The Body Shop in 2016.

After spending one year as the VP of Marketing, she was promoted to General Manager of the US and has held that role until joining Lime Crime. Under her leadership, The Body Shop launched a new website, loyalty program, and CRM initiatives and invested heavily into the growth of its digital business.

Blieden adds, “There is still so much untapped potential for Lime Crime. The brand is extremely relevant to today’s cultural landscape; it represents freedom of self-expression and gives consumers the ability to be creative and have fun. Harnessing that in a meaningful way will really drive the business. Tengram has built a great foundation for growth, and I feel so fortunate to be a part of this brand.”